related interactions; hassle maps
tell what customers want and need. the friction or even reversing it,
turning hassle into delight.’ course have different problems and
desired outcomes.
Hassle maps focus on the negative
experiences and demand creation
while journey maps are used for all
experiences and process redesign.
The gap is the room for demand
creation and experience redesign.
Both maps are integral to the
customer experience journey. Demand creators adopt specific
tactics that make them unique using
different types of hassle maps. There
are hustle maps that outline the
steps a customer goes through to do
something, those that look at tools
and systems and those that define
desirable yet mutually exclusive
customer needs eg price vs. quality,
convenience vs variety etc. According to Henk Kwakman,
CEO, Nestle (Nespresso), when
you discover a problem, you
discover a business. Therefore next
time you hear about the latest
competitor application, decide
whether to hit back with a catch
up enhancement, or draw up a
consumer hassle map and create
something that is brand new and
will win the hearts and minds by a
demand creation approach.
Adrian advises further that ‘each
extra step, wasted moment, avoidable
risk, needless complication, less-
than-optimal solution, awkward
compromise, and disappointing
outcome is a friction point on the
hassle map. And each represents an
opportunity for a creative organization
to create new demand by eliminating
Hassle maps think about needs,
pain points and desired outcomes.
The things that would hinder the
normal customer journey before
they meet the product. They are
mental constructs of the customers’
journey. Different customers of
Diana Obath is a seasoned Public
Relations and Communications
Specialist. You can commune with her
on this or related issues via mail on:
[email protected].